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Show Results For
- All HBS Web
(8,360)
- People (17)
- News (1,375)
- Research (5,923)
- Events (23)
- Multimedia (24)
- Faculty Publications (4,336)
- January 2019
- Case
Understanding the Brand Equity of Nestlé Crunch Bar: A Market Research Case
By: Jill Avery and Gerald Zaltman
In early 2018, Nestlé announced the sale of its U.S. candy-making division and a select collection of 20 of its confectionery brands, including the Nestlé Crunch Bar, to Ferrero SpA for $2.8 billion. Under the terms of the Nestlé acquisition, each of the purchased... View Details
Keywords: Brand Equity; Marketing; Market Research; Qualitative Research; Marketing Communication; Customer Satisfaction; Brands and Branding; Consumer Behavior; Marketing Communications; Marketing Strategy; Food and Beverage Industry; United States; North America; Italy
Avery, Jill, and Gerald Zaltman. "Understanding the Brand Equity of Nestlé Crunch Bar: A Market Research Case." Harvard Business School Case 519-061, January 2019.
- May 2012
- Case
Evergreen Natural Markets 2012
By: Rosabeth M. Kanter and Paul S. Myers
Evergreen Natural Markets is a successful food retailer located in the Rocky Mountain region of the U.S. Having grown through acquisition, it has a reputation for improving the companies it purchases while retaining previous management. This strategy has succeeded due... View Details
Keywords: United States; Operating Systems; Acquisitions; Strategy; Human Resource Management; Consolidations; Retail Trade; Food; Growth Management; Organizational Culture; Consolidation; Acquisition; Business Processes; Retail Industry; Food and Beverage Industry; Las Vegas; Western United States
Kanter, Rosabeth M., and Paul S. Myers. "Evergreen Natural Markets 2012." Harvard Business School Brief Case 124-450, May 2012.
- Article
Sales Managers Must Manage
A common complaint from C-level executives about their sales colleagues concerns the latter’s ability to manage, not sell. Nearly every firm has examples of successful salespeople who are poor managers because they persist in their behaviors as reps rather than... View Details
Cespedes, Frank V. "Sales Managers Must Manage." Top Sales Magazine (February 2019).
- 2022
- Working Paper
Markups to Financial Intermediation in Foreign Exchange Markets
By: Jonathan Wallen
On average from 2013 to 2020, foreign asset managers in net sold forward 1.1 trillion U.S. dollars. This forward sale of dollars hedges the currency mismatch of foreign investment in U.S. dollar assets. By accommodating this demand, U.S. and European banks earn an... View Details
Keywords: Foreign Exchange; Financial Intermediation; Arbitrage; Market Power; Regulations; Currency; Assets; Interest Rates; Banking Industry
Wallen, Jonathan. "Markups to Financial Intermediation in Foreign Exchange Markets." Working Paper, March 2022.
- May–June 2023
- Article
Analytics for Marketers: When to Rely on Algorithms and When to Trust Your Gut
By: Fabrizio Fantini and Das Narayandas
Advanced analytics can help companies solve a host of management problems, including those related to marketing, sales, and supply-chain operations, which can lead to a sustainable competitive advantage. But as more data becomes available and advanced analytics are... View Details
Fantini, Fabrizio, and Das Narayandas. "Analytics for Marketers: When to Rely on Algorithms and When to Trust Your Gut." Harvard Business Review 101, no. 3 (May–June 2023): 82–91.
- 1999
- Article
Culture, Customers, and Contemporary Communism: Vietnamese Marketing Management Under Doi Moi
By: Rohit Deshpandé and J. U. Farley
Deshpandé, Rohit, and J. U. Farley. "Culture, Customers, and Contemporary Communism: Vietnamese Marketing Management Under Doi Moi." Asian Journal of Marketing 7, no. 1 (1999): 4–18.
- 16 Jul 2014
- HBS Case
Marketing Obamacare
couldn't still succeed, says John Quelch, the Charles Edward Wilson Professor of Business Administration at Harvard Business School and a professor of health policy and management at Harvard School of Public Health. The sheer scope of the... View Details
- Summer 2013
- Article
Strategic Management of Intellectual Property: An Integrated Approach
By: William W. Fisher III and Felix Oberholzer-Gee
In many organizations, the R&D, strategy, and legal functions are poorly integrated. As a consequence, firms miss opportunities to create and exploit the value of intellectual property. Functional silos are one reason for the lack of integration. More important,... View Details
Keywords: Innovation Management; Strategic Management; Legal Aspects Of Business; Licensing; Law; Innovation and Management; Knowledge Management; Intellectual Property; Business Strategy
Fisher III, William W., and Felix Oberholzer-Gee. "Strategic Management of Intellectual Property: An Integrated Approach." California Management Review 55, no. 4 (Summer 2013): 157–183.
- March 8, 2008
- Comment
Marketing Your Way Through a Recession
By: John A. Quelch
The signs of an imminent recession are all around us. The spillover from the subprime mortgage crisis is weakening both consumer confidence and the consumer spending—much of it on credit—that has been buoying the U.S. economy. View Details
Keywords: Marketing; Recession; Products And Sales; Core Values; Fluctuation; Volatility; Economic Growth; Economic Slowdown and Stagnation; Growth and Development; Marketing Strategy; Product Marketing; Risk and Uncertainty; Salesforce Management; Asia; Europe; Latin America; North and Central America
Quelch, John A. "Marketing Your Way Through a Recession." Harvard Business School Working Knowledge (March 8, 2008).
- 14 Feb 2011
- Research & Ideas
Clay Christensen’s Milkshake Marketing
says. He adds that this marketing paradigm comes with the additional benefit of being difficult to rip off. Nobody, for example, has managed to copy IKEA, which helps its customers do the job of furnishing... View Details
- July 2016
- Case
Product Portfolio Management at Genentech
By: Kevin Schulman and Jamie Gresh
Genentech, long the darling of the biotechnology industry, was acquired by Swiss pharmaceutical company Roche in 2009. The combined company retains the name Genentech in the US, but must now move to achieve the promises made at the time of this merger—to build from... View Details
Keywords: Portfolio Management; Drug Development; Postmerger Integration; Marketing Strategy; Mergers and Acquisitions; Integration; Biotechnology Industry; Pharmaceutical Industry; United States
Schulman, Kevin, and Jamie Gresh. "Product Portfolio Management at Genentech." Harvard Business School Case 317-012, July 2016.
- 12 Mar 2008
- Working Paper Summaries
Allocating Marketing Resources
Keywords: by Sunil Gupta & Thomas J. Steenburgh
- June 1983 (Revised February 1984)
- Background Note
Managing Marketing Systems and Policies, Introductory Note -- Textual Note 4
Bonoma, Thomas V. "Managing Marketing Systems and Policies, Introductory Note -- Textual Note 4." Harvard Business School Background Note 583-159, June 1983. (Revised February 1984.)
- 2008
- Working Paper
Allocating Marketing Resources
By: Sunil Gupta and Thomas J. Steenburgh
Marketing is essential for the organic growth of a company. Not surprisingly, firms spend billions of dollars on marketing. Given these large investments, marketing managers have the responsibility to optimally allocate these resources and demonstrate that these... View Details
Keywords: Investment Return; Resource Allocation; Marketing; Demand and Consumers; Mathematical Methods
Gupta, Sunil, and Thomas J. Steenburgh. "Allocating Marketing Resources." Harvard Business School Working Paper, No. 08-069, February 2008.
- February 2010
- Background Note
Marketing Analysis Toolkit: Situation Analysis
By: Thomas J. Steenburgh and Jill Avery
Before managers can begin to formulate marketing strategies for their businesses, they must have a strong understanding of the internal and external marketing environments in which they are operating. In this note, we present three methods for collecting and analyzing... View Details
Keywords: Five Forces Framework; SWOT Analysis; Marketing Strategy; Demand and Consumers; Industry Structures; Strategic Planning
Steenburgh, Thomas J., and Jill Avery. "Marketing Analysis Toolkit: Situation Analysis." Harvard Business School Background Note 510-079, February 2010.
- April 1999
- Teaching Note
Finding New Markets for New and Disruptive Technologies: Managing Innovation, Overview Teaching Note for Module 2
By: Clayton M. Christensen
Provides instructors with an overview teaching note for the second module of the Managing Innovation course in which students explore the challenges and methods for defining and creating new markets for new technologies. In addition to summarizing each of the cases... View Details
- 2008
- Chapter
Allocating Marketing Resources
By: Sunil Gupta and Thomas J. Steenburgh
Companies spend billions of dollars on marketing every year because it is essential to organic growth. Given these large investments, marketing managers have the responsibility to optimally allocate resources and to demonstrate that their investments generate... View Details
Keywords: Investment Return; Resource Allocation; Marketing; Demand and Consumers; Mathematical Methods
Gupta, Sunil, and Thomas J. Steenburgh. "Allocating Marketing Resources." In Marketing Mix Decisions: New Perspectives and Practices, edited by Roger A. Kerin and Rob O'Regan. Chicago, IL: American Marketing Association, 2008.
- October 1989 (Revised November 2006)
- Background Note
Channel Management
Written as an introduction to a module concerning channel management for the second-year MBA elective in Marketing Implementation. Discusses: 1) reasons for the growth of multichannel systems in marketing efforts, 2) key components and choices in channel management, 3)... View Details
Keywords: Marketing Channels
Cespedes, Frank V. "Channel Management." Harvard Business School Background Note 590-045, October 1989. (Revised November 2006.)
- September 2009
- Article
Labor Market Institutions and Global Strategic Adaptation: Evidence from Lincoln Electric
By: Jordan I. Siegel and Barbara Zepp Larson
Although one of the central questions in the global strategy field is how multinational firms successfully navigate multiple and often conflicting institutional environments, we know relatively little about the effect of conflicting labor market institutions on... View Details
Keywords: Institutions; Labor Market; Complementarity; Global Strategy; Multinational Firms and Management; Governing Rules, Regulations, and Reforms; Labor Unions; Laws and Statutes; Operations; Organizational Change and Adaptation; Manufacturing Industry
Siegel, Jordan I., and Barbara Zepp Larson. "Labor Market Institutions and Global Strategic Adaptation: Evidence from Lincoln Electric." Management Science 55, no. 9 (September 2009): 1527–1546. (Although one of the central questions in the global strategy field is how multinational firms successfully navigate multiple and often conflicting institutional environments, we know relatively little about the effect of conflicting labor market institutions on multinational firms' strategic choice and operating performance. With its decision to invest in manufacturing operations in nearly every one of the world's largest welding
markets, Lincoln Electric offers us a quasi-experiment. We leverage a unique data set covering 1996–2006 that combines data on each host country's labor market institutions with data on each subsidiary's strategic choices and historical operating performance. We find that Lincoln Electric performed significantly better in countries with labor laws and regulations supporting manufacturers' interests and in countries that allowed the free
use of both piecework and a discretionary bonus. Furthermore, we find that in countries with labor market institutions unfriendly to manufacturers, Lincoln Electric was still able to overcome most (although not all) of the institutional distance by what we term flexible intermediate adaptation.)
- February 2021 (Revised July 2024)
- Case
White Claw: Defending Market Share as Competition Encroaches
By: Jill Avery
By the end of 2019, two brands accounted for 84% of hard seltzer sales, a segment that had recently taken the U.S. beer market by storm, growing from $3 million in 2015 to over $2.7 billion by the start of the summer of 2020. White Claw was the dominant market leader... View Details
Keywords: Brand Management; Alcoholic Beverages; Beer/brewing Industry; Brand Positioning; Growth; Competitive Positioning; Consumer Products; Beverage Industry; Value Proposition; Marketing; Brands and Branding; Competition; Product Positioning; Competitive Strategy; Consumer Behavior; Consumer Products Industry; Food and Beverage Industry; United States
Avery, Jill. "White Claw: Defending Market Share as Competition Encroaches." Harvard Business School Case 521-073, February 2021. (Revised July 2024.)